In Argentina, a country that is fascinated with soccer, a beer brand executed a memorable experience that appealed to the rugby community and its fans. Aside from potential enduring bonds, Salta beer might have left a couple of shoulder injuries and bruises with their beer vending machine execution.

Consumers were encouraged to perform a tackle on the vending machine to receive their sud. Beer and tackling are 2 guilty pleasures of a rugger. An added feature that sparked interest was the machine’s ability to gauge the strength of each hit. This is a great example of consumers 1st marketing. Passion and excitement were openly shared amongst the patrons who took on the vending machine challenge.